The Secret Weapon for Getting More Publicity

Fairy Godmother Margie Zable Fisher, President of Zable Fisher Public Relations, shares the following:

In a perfect world, you’d pitch a reporter with the right story idea at the right time to get publicity.  Well, that option exists, if you use Editorial Calendars.

What Are Editorial Calendars?

Editorial Calendars list topics and special editorial coverage to be included in each issue of a publication.

How to Use Editorial Calendars to Gain Publicity

Savvy small business owners will find Editorial Calendars extremely useful when pitching story ideas, so you can tie your story ideas into those topics.

Here are some tips to make the most of your story pitching:

• Research the publication. Understand the publication’s focus and how your product or service might fit in. If you can tie a pending editorial calendar opportunity together with a story idea, you will have a far greater chance of receiving coverage.
• Make sure that the Editorial Calendar topics are still relevant. Editorial Calendars can change throughout the year.  Check to make sure that the topics you want to pitch to are still in the Calendar.
• Offer story ideas with enough lead time. The lead time for publications varies, and can be as much as six months or more.  If you’re not sure of the lead time, assume three to six months.

Example of Creating a Story Angle Using an Editorial Calendar Topic

Here’s an example of how this might work. Let’s say you look at Entrepreneur Magazine’s Editorial Calendar and see that in October, 2010, there will be a feature on Serial Entrepreneurs.

Since you have started up several businesses, you would be considered a serial entrepreneur, and can offer advice to others.

You confirm that this topic is still relevant, and also find out that the lead time of the publication is 3-6 months.

You pitch a story that ties in your experience with advice on weathering the current economic climate and ultimately get editorial coverage.  Success!

Where Can You Find Editorial Calendars?

Typically, Editorial Calendars can be found in advertising sales kits.  The calendar topics are included so advertisers can tie their ads into topics covered in the publication. You can sometimes find an Editorial Calendar in the advertising section at the publication’s website. If you can’t find it there, contact the publication’s marketing/sales department and ask them to send it to you.

I have included 2010 Editorial Calendars for top media outlets such as Entrepreneur Magazine, Allure, Real Simple, Inc., Good Housekeeping, Newsweek, Better Homes & Gardens, the Wall Street Journal, Parenting, Woman’s Day, and many more in the 2010 version of my program, 29 Minutes to Publicity.  You can learn more here: http://zfpr.com/29minutes.htm.

So remember – you can increase your chances of getting media coverage by utilizing Editorial Calendars.  It takes a bit of work, but the results are worth it!

Margie Zable Fisher is the president of Zable Fisher Public Relations, focused exclusively on growing small businesses.   You can get Margie’s award-winning free P.R. tips at www.zfpr.com.